In her new book championing groundbreaking black creatives, Charlene Prempeh celebrates the art director and activist Emmett McBain
I became fascinated by Emmett McBain when I discovered the Black Marlboro Man. When most of us think about retro Marlboro advertising, we see the iconic white cowboy, squinting at the camera in his red shirt. That image was replaced for me by one of a black man in orange and tan standing on the street with a woman in a dotted head wrap, and another of the same man buying fruit from a market.
The realisation that African Americans were spending nearly $30bn a year brought in a new era of pragmatism as clients tried to tap into the market. It’s that same pragmatism mixed with hints of social purpose and cultural relevance that drives the advertising world to speak to and include a black audience in the campaigns it now makes.
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